DIXIV CLASSIFIEDS OF THE FUTURE by The Jupiter Drawing Room South Africa for Interactive Africa

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DIXIV CLASSIFIEDS OF THE FUTURE

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Creative Director Joanne Thomas The Jupiter Drawing Room Cape Town
Art Director Nicole Manojlovic
Copywriter Annabel Slingsby, Marcelle Du Plessis
Designer Alex Hayn
Released February 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: INTERACTIVE AFRICA
Product/Service: DESIGN INDABA XIV
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Feb 3 2011
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Entry URL: http://vimeo.com/22116115
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa, Cape Town)
Creative Director: Joanne Thomas (The Jupiter Drawing Room South Africa, Cape Town)
Designer: Alex Hayn (The Jupiter Drawing Room South Africa, Cape Town)
Copywriter: Annabel Slingsby (The Jupiter Drawing Room South Africa, Cape Town)
Art Director: Nicole Manojlovic (The Jupiter Drawing Room South Africa, Cape Town)
Copywriter: Marcelle du Plessis (The Jupiter Drawing Room South Africa, Cape Town)
Account Manager: Masha Roginsky (The Jupiter Drawing Room South Africa, Cape Town)
3D Development: Wicked Pixels Team (Wicked Pixels)
Media placement: Online - Gumtree Classifieds - 3 February 2011

Insights, Strategy & the Idea
Objectives: make consumers more aware of the Design Indaba brand. Illustrate its core belief: through creativity comes upliftment; as part of a through-the-line campaign, drive consumers to Design Indaba’s website to book for the Design Indaba Expo, an annual showcase of South African creativity and design. Target market: South Africans who go online to buy second-hand goods. Insight: Imagine a future where creative thinking has created products that shape our world positively, rather than destroy it. We wanted to make these products and their benefits seem real. We created a fictitious company, DIXIV (Design Indaba 14) and conceptualised its product range. We advertised these products and benefits as if they really existed. And rather than using traditional banners for online advertising, we used an online classifieds site, an interactive product selling platform. We wanted to sell our ‘products’ to the average consumer – even if they didn’t yet exist.

Creative Execution
We turned an online classifieds space that would ordinarily sell actual items, into an experience that sold fictitious products. We responded to interested buyers with emails that explained our concept: ‘Through creative solutions you can create the future you want to live’ and they were rewarded with a 10% discount to the Design Indaba Expo where they could visit the Design Indaba stand, and by using augmented reality, they could interact with, and see the benefits of, our future products. The consumer takeout: use creativity to create the future you want to live.

Results and Effectiveness
Hundreds of people visited our classifieds’ pages. It was the most talked about campaign Design Indaba has ever run. The campaign lead up to the Expo generated so much hype, we saw a 30% increase in exhibitors on previous years. Consumers phoned client directly, wanting to purchase our fictional products. During the campaign period, hits to the website increased 207% in comparison with the same period of the previous year. Ultimately, we successfully achieved a 12% visitor increase to Expo compared with last year’s attendance figures.